Depicting Romantic Couples in Advertising: the Roles of Gender and Race on Audience Perceptions
Previous research on race effects in advertising has focused on comparisons between racial groups and on evaluations towards models of different races. Potential gender effects within and between racial groups, however, are often overlooked. This paper focuses on the interrelationship between gender and race. In particular, the selectivity hypothesis is used to examine how Black and White men and women evaluate print ads portraying Black, White, and interracial couples. This research extends previous research since (i) the gender literature has not considered the influence of racial cues on processing strategies among men and women, and (ii) the racial literature has not fully addressed potential gender processing strategies in their studies. Hypotheses relating to Black and White men and women’s ability to identify with models of same and different races were supported. Results also suggest that ability to identify with the model mediates the audience’s attitude towards the ad.
Michael Callow, Charles McMellon, Dawn Lerman, and David Luna (2005) ,"Depicting Romantic Couples in Advertising: the Roles of Gender and Race on Audience Perceptions", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 153-154.
Michael Callow, Morgan State University
Charles McMellon, Hofstra University
Dawn Lerman, Fordham University
David Luna, Baruch College
E - European Advances in Consumer Research Volume 7 | 2005
Brand Relationships in a "Post-Fact” World
Luciana Velloso, York University, Canada
Eileen Fischer, York University, Canada
B6. A Study About the Moderator Effect of the Information Trust in the Relationships Between the Users´ Participation in Virtual Communities and the Benefits Obtained.
Sara Campo, Autonomous University of Madrid
Jano Jiménez, Autonomous University of Madrid
Natalia Rubio, Universidad Autónoma of Madrid
Nieves Villaseñor, Universidad Autónoma of Madrid
Mªjesus Yague, Universidad Autónoma of Madrid
The Messy Satiation Effect: The Benefits of Eating Like a Pig
Kevin L. Sample, University of Georgia, USA
Kelly Haws, Vanderbilt University, USA